CREATIVITY&

INNOVATION

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Sharif University of TechnologyGraduate School of Management & Economics

Dr. S. Alireza Feyzbakhsh

Creativity, Innovation and Entrepreneurship

Thinking new things

Doing new things

Creating value in the market place

Innovation

Creativity

Entrepreneurship

Creativity - a necessity for Survival

PARIS IN THE THE SPRING TIME

Can creativity be Taught?

Creative Thinking

Always ask “Is there a better way?”

Challenge custom, routine and tradition

Be reflective, deep in thought

See from a different perspective

More than one “right answer”

See mistakes and failures pit stops on the way to success

Have “Helicopter skills”

Relate unrelated ideas to generate innovative solutions

Barriers to Creativity

1. Searching for the one “right” answer.

2. Focusing on “being logical”.

3. Blindly following the rules.

4. Constantly being practical.

5. Viewing play as frivolous.

6. Becoming overly specialized.

7. Avoiding ambiguity.

8. Fearing looking foolish.

9. Fearing mistakes and failure.

10. Believing that “I’m not creative”.

Barriers to Creativity (Continued)

How to Enhance Creativity

Expecting creativity. Expecting and tolerating failure. Encouraging curiosity. Viewing problems as challenges. Providing creativity training. Providing support. Rewarding creativity. Modeling creativity.

The Creative Process

1. Preparation. Involves getting the mind ready for creative thinking

2. Investigation. Requires the individual to develop a solid understanding of the problem or decision.

3. Transformation. Involves viewing the similarities and the difference among the information collected.

4. Incubation. Allows the subconscious mind to reflect the information collected.

6. Verification. Involves validating the idea as accurate and useful.

7. Implementation. Involves transforming the idea into a business reality.

5. Illumination. Occurs at some point during the incubation stage when a spontaneous breakthrough causes “the light bulb to go on”

CREATIVE PROBLEM SOLVING

• Brainstorming

• Reverse brainstorming

• Synectics

• Gordon method

• Checklist method

• Free association

• Forced relationships

• Collective notebook method

• Heuristic

• Scientific method

• Value analysis

• Attribute listing method

• Matrix charting

• Inspired (big-dream) approach

• Parameter analysis

CREATIVE PROBLEM SOLVING

PRODUCT PLANNING AND DEVELOPMENT PROCESS

• Idea stage

• Concept stage

• Product development stage

• Test marketing stage

• Commercialization

Major Innovation Myths

• Myth1

Innovation is planned and predictable

• Myth2

Technical specifications should be thoroughly prepared

• Myth3

Creativity relies on dreams and blue-sky ideas

Major Innovation Myths

• Myth4

Big projects will develop better innovations than smaller ones

• Myth5

Technology is the driver force of innovation and success

Sources of Innovation

• Unexpected occurrences

• Incongruities

• Process needs

• Industry and market changes

• Demographic changes

• Perceptual changes

• Knowledge-based concepts

Principles of Innovation• Be action oriented • Make the product ,process,or service Simple and

understandable• Make the product,process,or service Customer-based• Start small• Aim high• Learn from failures • Follow a milestone schedule• Reward heroic activity• Work,work,work

The Creative Climate

No enterprise will have creative owners and managers for long if the right climate is not established and nurtured

The Role of Creativity

• The generation of ideas that result in the improved efficiency or effectiveness of a system